Why Consumer Transparency Falls Flat

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The social graph. Data portability. Privacy. Data control. Peerset CTO and Co-founder Amit Kanigsberg has a few things to share on these topics in this second post in a series on the use of personal data.

Pursuing Transparency is no Private Matter

What does transparency mean to you? In the online advertising industry it conjures one of two things: 1) For the advertiser, full insight into the ad serving stack (from agency to publisher) or 2) For the consumer, full insight into the targeting data ad networks and data providers collect (e.g., Google, Bluekai).

If your first thought was #1, you are forgiven. It is after all natural to follow the money. And there is plenty of it being strewn across that field. But I'll argue that you should be thinking about the consumer a bit more, the sleeping giant as it were. And if you jumped straight to #2, then I'd bet you felt that current efforts and lackluster hype around transparency seems a bit, well, lacking, slight, effervescent, wispy, ethereal - more translucent really.

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by Steve Hall    Jun-23-10    
Topic: Opinion, Research, Social, Tools, Trends and Culture



Brand Incivility Causes 75% to Consider Boycott, 56% to Stop Patronizing

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In a new poll released today by Weber Shandwick and Powell Tate and KRC Research, nearly one-third (34%) of the American public report that they are "tuning out" of social networking sites, with 39% of them attributing their tune-out to rude discourse and behavior. The online survey was conducted in April and asked more than 1,000 Americans how civility affects people's views of and participation in social media, politics, media and buying behaviors.

- 45% have defriended or blocked someone online because of uncivil
comments or behavior
- 38% stopped visiting an online site because of its incivility
- 25% dropped out of a fan club or online community because it had
become uncivil

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by Steve Hall    Jun-23-10    
Topic: Research, Social



Nokia Knee Deep in Cannes Video Contest Plagiarism Fiasco

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The similarities are remarkable. Then again, How many different ways can you tell Forrest Gump's story in one minute? Once again we have charges of plagiarism and this times it's tied to Cannes.

Nokia hosted a video competition and first prize was a trip to Cannes. Well, the creator of the winning video, Jemma Lyon, is in Cannes but she's being pummeled by members of web community b3ta. One of the original film's creators wrote, "Someone's sent me an entry to a Nokia filmmaking competition that's literally a shot for shot, line for line, idea for idea remake of it, this has been the first I've heard of it. I wouldn't mind except the person who entered it has won a "Critics Choice" award out of this rehash, including a FUCKING TRIP TO CANNES."

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by Steve Hall    Jun-22-10    
Topic: Brands, Industry Events, Opinion, Promotions, Social, Video



'Social Media Gurus' Followed by Authority. Celebrities Not So Much

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Not that we didn't already know this but sometime a study is required to slap some people upside the head so they realize that what everyone is telling them is actually true. So what's the big finding?

While celebrities have a large number of Twitter followers, most of them are low authority users. On the other hand, "social media heavyweights" like @chrisbrogan, @jowyang and @jasonfalls seem to attract fewer but very engaged Twitter users with high authority rankings.

Um, well, duh. Those who follow celebrities are just "regular" people. Those who follow "social media heavyweights" are in the business themselves and because of that and their interest and participation in the actual business of social media, they have a fair amount of clout themselves.

The study, conducted by sysomos, also takes a look at the authority of those who follow news and media sources. Take a look at the full study here.

Some of you out there (ahem, @1938media) might enjoy the fact @mashable followers are more authoritative than @techcruch followers.

by Steve Hall    Jun-16-10    
Topic: Research, Social



Ass Cracked, Children Explored, Beer Beautified

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- A meat brand is showing ass crack in one of its ads featuring Russian lion tamer Edgard Zapashny.

- This Livead-created program promoted the first stock brokerage firm in Brazil to launch its online trading tool.

- Great Works and Fantasy Interactive have created IKEA Playreport, an exploration of child development the world over.

- Giant ants invade Houston. Marcus Thomas created.

- British Airways apologizes for using Bin Laden imagery on boarding pass in its employee magazine, LHR News.

- Frustrated by credit card confusion? Now it's explained by Capital One with cartoon simplicity.

- Who knew the creation of beer could be so beautifully represented? Dentsu Canada for Sapporo.

- Google is testing a new ad format for boosting Twitter followers.

by Steve Hall    Jun- 7-10    
Topic: Research, Social, Strange



Privacy is a Red Herring, Personal Data A Goldmine for Consumers and Marketers

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The social graph. Data portability. Privacy. Data control. Peerset CTO and Co-founder Amit Kanigsberg has a few things to share on these topics in this second post in a series on the use of personal data.

Fish Anyone?

All of this hype surrounding online privacy is a red herring, especially as it regards Facebook. We learned this week that privacy is not the central concern for Facebook users. The "Quit Facebook Day" protest groups have barely gained membership. Quitfacebookday.com only managed to attract 35,000 members for their mass exodus yesterday. Next to Facebook's close to half a billion users, this just doesn't seem very significant (a good article considering this perspective).

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by Steve Hall    Jun- 4-10    
Topic: Opinion, Social, Tools, Trends and Culture



Islands Found, Books Shilled, Lebron Begged, Billboard Smelled

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- Need to find the best ferry to the Cape and Islands? Yea. There's an app for that.

- The Art Directors Club will host the ADC Young Guns 5+5 Thursday June 10 at the ADC Gallery. Five winners from ADC Young Guns 7 pick five creatives they admire, all 10 present their work Pecha Kucha-style: 20 slides + 20 seconds each = 400 seconds to tell their story.

- This billboard stinks. The billboard uses an attached fan to disperse charcoal and pepper fragrance from scented oil.

- Even more Amazon book review shilling.

- Bloomberg really wants Lebron James to come to New York.

- Rich media ads come to the iPad. Yawn.

- Deutsch is out with new work for Dr. Pepper featuring Michael Strahan.

- Watercooler Inc. has partnered with Fox Soccer to premiere EPIC GOAL, an all-new Facebook game that debuts today.

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by Steve Hall    Jun- 4-10    
Topic: Cause, Industry Events, Outdoor, Poster, Social, Tools



Coke Jumps Shark With Mentos-Fueled Rocket Car

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Back in the day, it was fun to watch all those Diet Coke and Mentos videos that illustrated the explosive power of this particular combination. It was innocent. It was organic. Even the fancy EepyBird-created stuff was fun.

But what made it so much fun was the fact Coke thought it was a stupid idea and that they'd rather have people drink their product than use it as an entertainment ingredient.

Yes. Those were the days.

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by Steve Hall    Jun- 2-10    
Topic: Opinion, Social, Video



Transformers Transformed, Guy Slapped

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- Want to ogle a Victoria's Secret hottie? You can do it here or wait until next summer for Transformers 3 to come out. Yes. Megan Fox is out and Rosie Huntington-Whiteley is in.

- Like games? Like fast cars? Like insurance? The you might like this new game from Koko for insurance company Adrian Flux. Don't ask. We didn't.

- This has nothing to do with advertising but it does have sexy amazonian women in it.

- Still on his mission to keep Lebron James in Cleveland, Brandon George went out and got himself slapped by 23 girls. Some hot. Some not. Some big. Some not. First girl is out favorite for various reasons. But it doesn't matter. You gotta love the guy's spirit.

by Steve Hall    Jun- 2-10    
Topic: Celebrity, Consumer Created, Games, Social



Pepsi Loot Offers Free Music in Exchange for Restaurant Visit

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When you sit back and think about it for a minute, marketing is simply bribery in different clothing. Brand X offers consumer Y something in exchange for consumer Y's action be it purchase, use or measurable affinity.

Now, we're not saying Pepsi is bribing people with its new iPhone app, Pepsi Loot (iTunes link), but it is offering people loot in the form of free songs in exchange for a visit to a restaurant that serves Pepsi. And the participating restaurants can make offers through Pepsi Loot, such as a free Pepsi with purchase of an entrée.

The app is Foursquare-powered and takes on the form of a map which shows Pop Spots or locations that sell Pepsi. In addition to nabbing free music, videos from the contributing bands (Neon Trees, Tamar Kaprelian, Semi Precious Weapons and others) can be viewed on the Pepsi Loot YouTube channel.

People like music. People like free music even more. People like Pepsi. People like to go to restaurants. What's not to love? Oh right. The fact this will only work for those who own an iPhone. Then again, who doesn't? And does anyone care? It certainly doesn't seem so when you take a look at where all the mobile marketing money is going.

by Steve Hall    Jun- 2-10    
Topic: Mobile/Wireless, Social








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